how to make data-driven decisions with ecommerce marketing
DESCRIPTION
Learn how to make data-driven decisions with Ecommerce marketing using PPC (pay per click) within the Google Adwords platform.TRANSCRIPT
How to Make Data Driven Decisions for eCommerce Marketing
Agenda● State of Search Marketing Industry● What Are Paid Search Jobs Like?● What Is the Difference Between PPC & SEO?● Why is Google AdWords So Cool?● Google Display Ads vs Google Search Ads● What Is A Paid Search Strategy?● What Is Optimization?● New Cool Fun Stuff In The SEM Space
So...
• eCommerce is growing
• Investment in online marketing is growing
• Paid search is the most invested online strategy
• Google is the dominant leader in paid search
Learning AdWords is a pretty solid career move
Getting A Job As A Search Marketer
Titles: Paid Search Analyst, PPC Coordinator, Search Engine Marketing Manager, Director Online Acquisition Marketing
Agency vs In-House
SalaryEntry level: $30k - $40k
5 - 7 yrs experience: $100K - $130K
Paid Search Isn’t SEO
Organic/Natural70% of Clicks
Paid Search/PPC30% of Clicks
Product Listing Ads
Why not just do SEO and always get free traffic?
“Oh, man, that was so much easier than putting.I should just try to get the ball in one shot every time.”“Good plan.”
Adwords the most effective
advertising medium ever?
A Word About Relevancy
“Everyone hates advertising in general, but we love advertising in particular.”
-Cindy Gallop
RelevancyGetting your message to just the right person at just the right time is worth a lot of money
The big promise of internet marketing is precise targeting
Why does Paid Search work so well?
Targeted
Measurable
Active
Targeted
location, devices, searches, languages, time of day
Measurable
Active
Advertise to those who have proven their intent to purchase
Determine User Search Intent & Types of Searches
Active
Use AdWords to prototype and test a book title
● Goal: use CTR to measure best book title ● 6 prospective titles 'Broadband and White
Sand', 'Millionaire Chameleon' and 'The 4-Hour Workweek'
● Bid on keywords related to the book's content including '401k' and 'language learning'
● for less than $200 he knew that "The 4-Hour Workweek" had the best click-through rate by far
AdWords vs Google Display Network (GDN)
Display Ads
Brand Awareness, Increase Visibility
Display Ad Remarketing
Setting The Paid Search Strategy
Business: Boulder Subaru
What management knows:
Average Sale Price of new Subarus = $10,000
Lead Conversion Rate = 30%
Budget = $2,000
How does Google determine which ad is shown & where?
Optimize
Increase CTR
Decrease CPC
Increase Conv. Rate
Increase Clicks
“boulder subaru dealer”
“mulching lawn mowers”
“acoustic electric guitars”
More Clicks - Expand Keywords
Bid Optimization Tools
• Marin
• Kenshoo
• Acquisio
The Long Tail
Margin VS Volume
High CTR, Low Conv. Rate = Bad Landing Page?
Lots Of Impressions, No Clicks = New AdText?
High QS, Low Avg. Pos, Low CPA = Bid Higher?
More Cool Stuff
Attribution Analysis
Remarketing Lists For Search
Dynamic Search Ads
AdWords Bidding Strategies
Target CPA or ROAS
Read This Stuff (via RSS feedly.com)
Blogshttp://www.kaushik.net/avinash/
http://sethgodin.typepad.com/
http://adwords.blogspot.com/
http://www.rimmkaufman.com/blog/
http://www.ppchero.com/
http://searchengineland.com/
http://adcontrarian.blogspot.com/
https://news.ycombinator.com/
BooksPurple Cow, Seth Godin
Long Tail, Chris Anderson
Web Analytics 2.0, Avinash Kaushik
Cognitive Surplus, Clay Shirky
So Good They Can’t Ignore You, Cal Newport
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$10 Off Orders of $75 or More10SPIKE75Expires: March 31, 2014
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